This paper discusses brands, their construction and positioning. Products have always been marked as to know who produced them, in other words whose property they are. This is how the traditional concept of product labeling and brand management developed. The product brand has tangible and intangible characteristics that attract customers, communicate with them and facilitate decisionmaking when buying. Today, the influence of brands is of great importance. They not only define the customer as a person, but also define his social status. In order to create a successful brand, it is necessary to understand the needs of the consumer. It then explains brand building which is a time consuming process that requires the skills of marketing professionals. Finally, the paper discusses the positioning of the brand, ie taking a certain place in the minds of customers in the target market. The research was conducted through a survey in which 53 respondents participated. The aim of the survey was to investigate what most influences customers when buying products.